Recent Visitor and Prospect Study: Leisure Traveler Market Assessment. Prepared by

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1 Recent Visitor and Prospect Study: Leisure Traveler Market Assessment Prepared by May

2 Table of Contents Introduction 3 Research Objectives 4 Methodology 6 Key Findings 10 Detailed Findings 15 Characteristics of the Target Audience and Their Leisure Trips 16 Characteristics of Recent Leisure Trips 24 Awareness of and Visitation to Warm Weather Destinations 37 Travel to The Beaches of Fort Myers & Sanibel 53 Competitive Analysis 63 Perceptions of Fort Myers 67 Fort Myers Vs. Competitors 71 Future Intent to Visit: Fort Myers and the Competitive Set 77 Profile of Leisure Travelers from the Target Market 87 Appendix A: Leisure Travelers from Colorado and California 92 2

3 Introduction 3

4 Research Objectives 4

5 Research Objectives This Leisure Traveler Market Assessment research has been completed on behalf of the Lee County VCB in order to achieve three central goals: Examine Lee County visitors and potential visitors travel behavior, perceptions, and travel awareness Compare Lee County to other competitive warm-weather destinations Create a psychographic segmentation to help direct targeted marketing efforts As such, the analysis and reporting for this research consist of the following three components: Overall Market Assessment Competitive Analysis Attitudinal Segmentation Analysis The following report presents the findings of the Overall Market Assessment and Competitive Analysis. 5

6 Methodology 6

7 Methodology An online survey was conducted among a sample of American consumers drawn from the usamp panel. In order to qualify, respondents had to: Be at least 18 years of age Not be competitively employed Be involved in making household travel decisions Have taken an overnight leisure trip away from their home within the past year The survey fielded between February 10 and February 23, 2014 and took respondents 24 minutes to complete, on average. In order to represent the core source markets of travelers to The Beaches of Fort Myers & Sanibel area, the respondents were drawn from residents of states in the South, Midwest, and Northeast regions in proportions designed to mirror the estimated population from these areas. Region of Residence Number of Responses Percent of Sample South % Midwest % Northeast % Total % Additionally, we surveyed travelers from Colorado (n=115) and California (n=201) to profile prospects from markets that may warrant consideration in the future. Results among these respondents are analyzed separately (See Appendix A) and not included as part of the regional market sample. When comparing response patterns across subgroups of the total sample, differences are tested for statistical significance at the 95% confidence level. Significant differences are noted throughout the report with a, b, c, d, etc. and called out in the narrative when they are relevant to the analysis. 7

8 Sample Composition Region and Division As outlined below, the geographic makeup of respondents reflects the overall balance of the American population across the U.S. Census regions and divisions sampled. Percent of Respondents (n=2074) Percent of U.S. Population (Estimated) South 49% 49% South Atlantic 26% 25% East South Central 10% 8% West South Central 13% 16% Midwest 28% 28% West North Central 9% 9% East North Central 19% 19% Northeast 23% 23% Middle Atlantic 16% 17% New England 7% 6% S4. In which state do you reside? 8

9 Methodology The largest proportions of respondents came from the three most populous states within the regions sampled: Florida, Texas, and New York. NY, 7% TX, 8% FL, 10% S4. In which state do you reside? 9

10 Key Findings 10

11 Key Findings Who Are Leisure Travelers? The typical leisure traveler from the South, Midwest, and Northeast regions is 44 years old and has an income of $68,000. A majority are women (61%), and one-third have children in their household (37%). The average traveler has taken about four domestic trips in the past year, with half taking three or more. Leisure travelers who have visited destinations outside the U.S. have taken two such trips in the past year on average. Most often these trips are to destinations in Europe, Mexico, Canada, or the Caribbean. Where Do They Travel? Travelers tend to take leisure trips to destinations within their geographic region of origin. However, onequarter of leisure travelers have been to Florida in the past year (24%) a higher incidence than any other state. Similarly, travelers surveyed report a higher than average rate of repeat visitation to Florida than other states eight out of ten travelers have been to Florida before their most recent trip in the past year, with an average of nearly five visits over the last five years. Travelers to Florida are particularly likely to say that previous positive experiences, warm weather, and beautiful beaches drove their decision to visit the state. Travelers spend between four and five nights in Florida on a trip longer than the typical trip to other states. 11

12 Key Findings Are They Aware Of Lee County? Florida is by far the most common top-of-mind vacation destination for warm weather activities more than eight out of ten travelers volunteer the state or a specific destination in the state when asked to think of an area that provides warm weather activities. Leisure travelers are much more likely to mention locations on the state s east coast and inland, without prompting, than to mention destinations on the Gulf coast. Once prompted, one out of three leisure travelers are aware of Fort Myers, Sanibel, and Captiva (34%), placing it in the middle tier among the set of Florida beach destinations queried. A similar share of travelers describe themselves as very or somewhat familiar with the area when shown a map of Lee County and its location in the state. One out of ten travelers have taken a trip to Lee County in the past five years (11%) a level that rivals the leading destinations in the state (Fort Lauderdale, Miami Beach, and Tampa). The incidence of past five year visitation is notably higher among travelers who claim they are aware of Fort Myers, Sanibel, and Captiva with one-third saying they have been there in that timeframe. Importantly, the majority of those who are aware of the destination would consider visiting Lee County in the next five years (81%) a much stronger relationship between familiarity and consideration than seen for other Florida beach destinations. Still, this translates to only one-quarter of the total respondents who would consider Lee County (28%) since awareness of the destination is only moderate. When compared to other beach destinations in Florida, Fort Myers has one of the largest gaps between the share of travelers who have been there in the past five years and the share who would consider traveling there in the next five years, suggesting there is aspiration to visit and an opportunity for conversion to increase visitation. 12

13 Key Findings Who Are Fort Myers/Sanibel Leisure Visitors? Among travelers surveyed who say they have visited the Fort Myers/Sanibel area in the past five years, half report that their most recent trip was not their first visit to the destination (51%). Motivations for visiting the area include its warm weather and beautiful beaches, followed by beautiful scenery and positive previous experiences. Trips to Lee County are just as likely to be taken by car (53%) as a plane (46%) nearly identical to the transportation used on trips to Florida overall. Nearly all trips to The Beaches of Fort Myers & Sanibel are made by families (91%), and one-third include children (34%). Most trips to Lee County take place in the winter (30%) or spring (26%), a higher share than seen among trips to any other area, including Florida and, to an even greater extent, other states in the Southeast and beyond. Nine out of ten trips to the Fort Myers area include a stay in paid accommodations (88%), and nearly all of these involve a stay in a hotel, motel, or resort (77%). While trips to Florida are just as likely to include a stay in paid accommodations, they are less likely to include a stay in a hotel, motel, or resort. The most common activities enjoyed by travelers to the Fort Myers area are relaxing and experiencing the destination (83%) and visiting people or places (77%), followed by outdoor recreational activities (65%) and shopping (57%). There are few areas of differentiation in the demographic profile of respondents who have visited Lee County in the past five years versus those who have not. However, Lee County travelers do report a higher average income than do prospects ($80,000 vs. $66,000). 13

14 Key Findings How Likely Are Travelers To Visit The Beaches of Fort Myers & Sanibel And/Or Its Key Competitors In The Future? Key West is the strongest source of competition for The Beaches of Fort Myers & Sanibel in terms of future travel intentions and capturing would-be Lee County visitors. Key West garners a higher level of favorable intent to visit in the next three years (definitely or probably will ) than does The Beaches of Fort Myers & Sanibel or the other three competitors (Naples/Marco Island, Hilton Head, or The Bahamas). Still, well over half of target market leisure travelers claim either neutral or negative intent to visit any of these destinations. How Do Perceptions of The Beaches of Fort Myers & Sanibel Compare To Those Of Its Key Competitors? Leisure travelers surveyed have the most positive impressions of The Beaches of Fort Myers & Sanibel area in terms of its ability to deliver on the promise of offering Beaches and Warm Weather and providing an Escape. Importantly, travelers consider both of these dimensions to be important factors when deciding where to go for a leisure trip, whether it is a warm weather destination or otherwise, but the Value a destination affords is most important. Compared to the three key competitors Key West, Naples/Marco Island, Hilton Head, and The Bahamas The Beaches of Fort Myers & Sanibel is: Rated on par with Naples and Marco island on all dimensions of destination selection; Rated lower than Key West and The Bahamas on Beaches and Warm Weather and Escape but on par for Value; and Rated higher than Hilton Head on Beaches and Warm Weather and Escape but on par for Value. 14

15 Detailed Findings 15

16 Characteristics of the Target Audience and Their Leisure Trips 16

17 Key Demographics of Leisure Travelers On average, travelers in this survey are 44 years old, with 30% age 55 or older. Six out of ten respondents are women, and more than one-third have children in their household. The average income of target market travelers is estimated to be approximately $68,000. INCOME GENDER ESTIMATED AVERAGE INCOME: $68,000 40% 40% AVERAGE AGE: 44 years 16% 37% HAVE CHILDREN IN HOUSEHOLD Male 39% 5% Female 61% <$50k $50k - $99k 100k+ No Answer Travelers from the Northeast have a higher estimated average income than those from the South or Midwest 17

18 Leisure Travel Preferences Leisure travelers have the strongest preferences when it comes to their dining experiences, accommodation choices, length of trip, method of transportation, and pursuit of the natural environment. Preferences for Vacation Options Mean Ratings (Base: All travelers; n=2074) STRONG PREFERENCE FOR: Eating at upscale restaurants National restaurant chains Quick Getaway Airplane travel Frequent weekend trips Looking at things Rural areas Lying on the beach Slow-paced National chain hotels Sleeping in Natural environment Luxury accommodations NO PREFERENCE STRONG PREFERENCE FOR: Eating at casual restaurants Locally owned restaurants Longer Stay Car travel Annual week-long trip Doing things City/Urban areas Touring a city or town Action-packed Independent accommodations Up early and out the door Manmade environment Campgrounds Q15. Below are pairs of statements relating to preferences you may have for vacation options. For each pair of statements, please mark the point between the two choices that best represents whether your preference is closer to one or the other. If it is the same select the button in the middle. 18

19 Frequency of Leisure Travel Overall, members of the geographic target audience are frequent travelers. The typical traveler has taken approximately four overnight leisure trips (either within the U.S. or abroad) in the past twelve months. About half of travelers have taken three or more overnight trips in the past year, including one in five who have taken six or more. Frequency of Leisure Travel (Past 12 months) (n=2074) Leisure travelers have taken an average of 3.7 overnight vacation trips in the past year. 22% 25% 17% 17% 10% 8% One trip Two trips Three trips Four trips Five trips Six or more trips 47% 53% S6. During the past year (that is, January 2013 through December 2013), how many times, if any, have you taken a trip for leisure purposes on which you spent at least one night away from home? 19

20 Domestic Leisure Travel Destinations The typical leisure traveler has taken between three and four overnight trips within the U.S. during the past year. Perhaps predictably given the composition of the survey s sample, domestic leisure trips by far are most likely to be taken to destinations in the South. The average domestic leisure traveler has taken 3.5 trips in the U.S. in the past year. U.S. Leisure Travel Destinations (Past 12 months) (Base: Have taken a domestic leisure trip in past year; n=2025) 60% 35% 30% 22% South Northeast Midwest West S7. Now think about the primary destination for the overnight leisure trip(s) you took in the past year. How many were taken within the United States and how many were outside of the United States? S8. Now please think about all of the overnight leisure trips you have taken during the past year within the United States. Which of the following states did you visit as your primary destination for each of these trips, that is, the state where you spent the most time? 20

21 Domestic Leisure Travel Destinations Florida has the highest incidence as the primary destination for a leisure trip in the past year, with one-quarter of mentions among travelers originating from the regions surveyed. Average of 2 states visited in past year S8. Now please think about all of the overnight leisure trips you have taken during the past year within the United States. Which of the following states did you visit as your primary destination for each of these trips, that is, the state where you spent the most time? 21

22 Destination by Region of Residence At least seven out of ten domestic leisure trips are taken to destinations within the traveler s region of origin. However, Florida receives a noteworthy share of travelers coming from each region, ranking either first or second in the list of states visited. Region Traveled From: South (n=986) a Northeast (n=456) b Midwest (n=583) c South 77% bc 48% c 40% Region Traveled To: Northeast 26% c 74% ac 19% Midwest 17% b 8% 69% ab South (n=986) a Northeast (n=456) b Midwest (n=583) c Florida 29% bc 23% 18% State Traveled To: New York 13% c 27% ac 10% Illinois 4% b 1% 18% ab S8. Now please think about all of the overnight leisure trips you have taken during the past year within the United States. Which of the following states did you visit as your primary destination for each of these trips, that is, the state where you spent the most time? a,b,c indicate a significant difference at the 95% confidence level 22

23 International Leisure Travel Destinations Twenty percent of travelers have taken an overnight leisure trip outside the U.S. in the past year. On average, those who have traveled internationally have taken two such trips. Europe is the most common destination for travelers going outside the U.S., followed by Mexico, Canada, and the Caribbean. International Leisure Travel Destinations (Past 12 months) (Base: Have taken international trip in past year; n=421) 33% 21% 20% 19% International travelers took an average of 1.9 international overnight leisure trips in the past year. 13% 8% 8% 12% Europe Mexico Canada Other Caribbean Island (Not Bahamas) The Bahamas South America Central America Other destination S7. Now think about the primary destination for the overnight leisure trip(s) you took in the past year. How many were taken within the United States and how many were outside of the United States? S9. Now please think about all of the overnight leisure trips you have taken during the past year outside of the United States. Which of the following countries or regions did you visit as your primary destination for each of these trips? Please check all that apply. 23

24 Characteristics of Recent Leisure Trips 24

25 Recent Leisure Trips After learning about which states travelers had visited in the past year as a primary destination for a vacation trip, respondents were asked to provide details about the characteristics of one such trip. If a respondent had visited multiple states, the state assigned was dependent on the following prioritization: 1. Florida if selected as visited in the past year; 2. Other Southeastern state (Georgia, North Carolina, South Carolina, or Virginia) if Florida not selected; or 3. Any other state if Florida or other southeastern state not selected. Trip To n (n=2074) % Florida Other Southeastern state (not FL) Other state (not in Southeast)

26 Prior Experience With Destination Florida has a higher rate of repeat visitation than other states in the Southeast and beyond. On average, repeat travelers to Florida and elsewhere take about one trip to those destinations per year. Prior Experience with Destination First Visit Repeat Visit Visitors to Florida are also more likely to say previous positive experiences are reasons for traveling to the state (see next page). 21% 28% a 31% a 79% bc 72% 69% Florida (n=496) a Other Southeastern State (not FL) (n=319) b All Other States (n=1210) c Number of Trips to Destinations in: Florida (n=392) (Among repeat travelers) Other South Eastern State (n=229) All Other States (n=830) Q1. Was this your first trip to [DESTINATION]? Q2. Including this trip, how many times have you visited [DESTINATION] in the past 5 years for a vacation? a,b,c indicate a significant difference at the 95% confidence level 26

27 Reasons for Visiting Destination Compared to other destinations both in the Southeast and beyond travelers are more likely to cite previous positive experiences, warm weather, and beautiful beaches as reasons for traveling to Florida. Trips to other states are more likely to be inspired by visits to friends or family than are trips to Florida. Reasons for Visiting Destinations (Base: Have taken domestic leisure trip in past year) Other Southeastern State (not FL) (n=319) b Florida (n=496) a Been there before and liked it 53% bc 36% 35% Warm weather 52% bc 27% c 14% Beautiful beaches 37% bc 21% c 8% Visiting family or friends 32% 40% a 42% a Affordable place to visit 31% c 30% 26% Beautiful scenery 30% 33% c 26% Easy to get to 27% 28% 26% Close to home 20% 25% 22% Attending a special event 12% 17% 17% a Friend or family recommended it 11% 18% a 14% Never been there before and wanted to try it 8% 12% a 13% a Other 7% 9% 7% All Other States (n=1210) c Q11. Please think about why you selected [DESTINATION] for your trip. Which of the following reasons best describe why you chose this destination for your trip? Please select all that apply. a,b,c indicates a significant difference at the 95% confidence level 27

28 Timing of Trip Those who took a trip to Florida in the past year have a higher incidence of saying their most recent trip to the state occurred during December or January than are those who took a trip somewhere other than Florida. Warm weather is one of the most common reasons for visiting Florida, and is more likely to be a reason for traveling to this state than to other destinations. Base: Have taken overnight domestic leisure trip to [STATE] in past year Month of Most Recent Trip to: Other Southeastern State (not FL) (n=319) b Florida (n=496) a Winter 21% bc 13% 12% January % bc 5% 4% February % 3% 3% March % 5% 5% Spring 24% 24% 28% April % 5% 7% May % 8% 7% June % 11% 14% Summer 21% 34% a 32% a July % 15% a 13% a August % 13% a 11% a September % 6% 8% Fall 34% c 30% 28% October % 12% 10% November % 8% 6% December % bc 10% 12% All Other States (n=1210) c Q3. In what month did your most recent vacation or leisure trip to [STATE] begin? a,b,c indicate a significant difference at the 95% confidence level 28

29 Travel Party Composition The typical leisure travel party to Florida consists of about three people roughly the same as trips to other Southeastern states. The large majority of all leisure trips include family members, most commonly spouses or significant others. Travel Party Size Florida (n=496) a Other Southeastern State (not FL) (n=319) b All Other States (n=1210) c Average number of travelers 3.2 c 3.3 c 2.9 Travel Party Composition Other Southeastern State (not FL) (n=319) b Florida (n=496) a Traveled alone 8% 9% 13% a Traveled with family 84% c 84% c 78% Spouse or significant other 65% c 65% 59% My children 36% c 31% 29% My grandchildren 3% 4% 3% Other family members 20% 24% 19% Friends 13% 11% 13% Other 1% 1% 1% All Other States (n=1210) c Percent Traveling with Children 35% c 34% 30% Q5. Who did you go on this trip with? (Please select all that apply.) Q6. Including yourself, how many people were in your immediate travel party? a,b,c indicates a significant difference at the 95% confidence level 29

30 Transportation to Destination The majority of trips involve car travel as the primary means of getting to the destination. However, trips to Florida are more likely than trips to other states particularly other Southeastern states to be taken by plane. Primary Mode of Transportation (Base: Have taken domestic leisure trip in past year) Residents of the South (and in particular, the South Atlantic and East South Central divisions of the South) are more likely than travelers from other regions to drive to their destinations. 3% 3% 4% 16% 27% 41% b bc 57% 82% ac 69% a Other Airplane Car Florida (n=496) a Other Southeastern State (not FL) (n=319) b All Other States (n=1210) c Q4. What was the primary mode of transportation you used to travel the most miles from your home to get to this destination? a,b,c indicates a significant difference at the 95% confidence level 30

31 Transportation to Florida Destinations When visiting Florida, travelers from the South Atlantic and East South Central states are more likely to drive their car as the primary means of transportation to the destination than are travelers from other states. Primary Mode of Transportation ALL REGIONS (n=496) a Trips to Florida Type of Transportation Used By Area of Residence Total South (n=289) b South Atlantic Division (n=186) c SOUTH REGION East South Central Division (n=67) d West South Central Division (n=36*) e OTHER REGIONS Midwest (n=104) f Northeast (n=103) g Car 57% 75%fg 78%e 81%e 53% 39%g 21% Airplane 41% 21% 19% 15% 47%cd 59%b 76%bf Other 3% 3% 3% 4% - 2% 3% *Note: small sample size, take caution in interpreting results Q4. What was the primary mode of transportation you used to travel the most miles from your home to get to this destination? a,b,c indicates a significant difference at the 95% confidence level 31

32 Trip Length Trips to Florida last between four and five nights, on average, notably longer than trips to other states. 4.6bc Trip Length (Average Number of Nights) (Base: Have taken domestic leisure trip in past year) 3.6c 3.2 Florida (n=496) a Other Southeastern State (not FL) (n=319) b All Other States (n=1210) c Q8. How many nights did you stay in [DESTINATION] on this trip? a,b,c indicates a significant difference at the 95% confidence level 32

33 Trip Accommodations Eight out of ten trips to Florida or other states include stays in paid lodging. Paid Accommodations % Staying in Paid Accommodations (Base: Stayed 1+ nights on domestic leisure trip in past year) 85% 81% 86% b Florida (n=494) a Other Southeastern State (not FL) (n=318) b All Other States (n=1197) c Q9. In which of the following types of accommodations did you spend the most nights during this trip to [DESTINATION]? Please check only one. a,b,c indicates a significant difference at the 95% confidence level 33

34 Trip Accommodations Hotels, motels, and resorts are by far the most common choice for lodging on leisure trips, though usage of these is lower for trips to the Southeast overall (including Florida) than for trips to other states. No more than one out of five trips include stays in unpaid accommodations, with only a handful involving stays in any specific type of unpaid accommodation. Base: Stayed 1+ Night Other Southeastern State (not FL) (n=318) b Florida (n=494) a Paid Accommodations 85% 81% 86% b Hotel, motel, or resort 64% 63% 70% ab Rented vacation home, condo, cottage, cabin, All Other States (n=1197) c 12% c 11% c 4% houseboat, or timeshare Bed & Breakfast or Inn 3% 2% 3% RV Park or campground 3% 2% 3% b Cruise ship 1% - 1% Other paid accommodations 3% 4% 4% Unpaid Accommodations 15% 19% c 14% Borrowed vacation home, condo, cottage, cabin, 7% 7% 5% houseboat, or timeshare Own vacation home, condo, cottage, cabin, houseboat, or timeshare 5% 6% c 3% Free campground 1% 3% 3% a Other unpaid accommodations 2% 3% 2% Q9. In which of the following types of accommodations did you spend the most nights during this trip to [DESTINATION]? Please check only one. a,b,c indicates a significant difference at the 95% confidence level 34

35 Trip Activity Types The most common types of activities on vacations include relaxing and experiencing the destination and visiting attractions, followed by dining out, shopping and outdoor recreation activities. Trips to Florida are more likely than trips to other destinations in the Southeast and beyond to include visiting attractions and outdoor recreation activities. Type of Trip Activities Florida (n=496) a Other Southeastern States (n=319) b All Other States (n=1210) c 84% c 82% c 74% 78% bc 57% c 71% bc 63% 57% 66% c 61% 55% 61% bc 43% 45% c 38% a 34% 34% a 29% 27% 27% a 22% Relaxing, Experiencing Destination Visiting Attractions Dining Out Shopping Participating In Outdoor Recreation Visiting Family/Friends Attending Events Q10. Which of the following activities did you participate in during this trip to [DESTINATION]? (Please select all that apply.) a,b,c indicates a significant difference at the 95% confidence level 35

36 Trip Activities The most common specific Florida trip activities include dining out, resting and relaxing, going to beaches, sightseeing, shopping for gifts or souvenirs, and enjoying ocean views. Nearly all of these top activities are more common on trips to Florida than other destinations. Florida (n=496) a Other Southeastern State (n=319) b All Other States (n=1210) c Relaxing, Experiencing Destination (NET) 84% c 82% c 74% Resting, relaxing, unwinding 62% c 58% c 49% Sightseeing 40% 49% ac 40% Photography, taking pictures 35% 29% 27% Driving for pleasure 20% 23% 20% Enjoying ocean or gulf views 43% bc 25% c 10% Taking in nightlife or evening entertainment 20% bc 14% 15% Viewing wildlife or bird watching 18% bc 14% 12% Taking tours of communities or sites 10% 13% 15% Taking nature cruises or tours 8% bc 4% 5% Visiting Attractions (NET) 78% bc 57% c 43% Beaches 50% bc 22% c 12% Historic sites or museums 11% 25% ac 17% Amusement or water parks 36% bc 8% 8% State and National Parks 12% 18% a 15% Zoos or aquariums 15% c 11% 10% Botanical gardens 8% c 7% 4% Art museums 3% 6% 6% Dining out 71% bc 63% 57% Shopping (NET) 66% c 61% 55% For gifts or souvenirs 45% bc 32% 34% At malls or downtown areas 31% 30% 26% At outlet centers 23% c 22% c 14% For antiques, arts, crafts 8% 12% 9% Florida (n=496) a Other Southeastern State (n=319) b Average Number of Activities (out of 39): 6 All Other States (n=1210) c Outdoor Recreation (NET) 61% bc 45% c 34% Swimming in pools (indoor or outdoor) 38% bc 19% 15% Swimming in ocean, gulf, lake, or river waters 30% bc 20% c 7% Hiking 6% 11% a 11% Fishing 11% c 8% 8% Biking 6% c 5% 4% Golfing 6% c 5% 3% Motor boating, water skiing 5% c 3% 2% Kayaking, canoeing, stand up paddle boarding 4% 2% 3% Jet skiing 5% ac 2% 1% Sailing 3% c 2% 1% Visiting Family and/or friends 29% 38% a 34% a Attending Events (NET) 22% 27% 27% a Fairs or festivals 10% 11% 9% Popular music concerts or events 5% 7% 7% Plays, musicals, theatrical events 5% 6% 6% Professional sporting events 4% 5% 4% Amateur sporting events 2% 4% 2% Car or boat shows 3% 2% 2% Classical music events or operas 2% 1% 2% Q10. Which of the following activities did you participate in during this trip to [DESTINATION]? (Please select all that apply.) a,b,c indicates a significant difference at the 95% confidence level 36

37 Awareness of and Visitation to Warm Weather Destinations 37

38 Unaided Awareness: U.S. Warm Weather Destinations Florida is by far the most common top-of-mind vacation destination for warm weather activities and experiences (volunteered by eight out of ten travelers) followed distantly by California (mentioned by half). No other state is mentioned by more than one out of five travelers as a destination for warm weather activities and experiences. 84% Unaided Awareness of U.S. Warm Weather Destinations (n=2074) 50% 22% 21% 19% 18% 12% 9% 7% Florida California Texas Hawaii Arizona South Carolina Nevada Louisiana North Carolina Q17. Please think about vacation destinations in the United States that are known for their warm weather activities and experiences. Which specific places come to mind when you think about a warm weather vacation destination? Please list up to five specific places in the spaces below. 38

39 Unaided Awareness: Florida Destinations Many travelers who mention Florida as a top-of-mind destination for warm weather activities and experiences tend not to provide a specific destination. Overall, mentions of specific destinations on Florida s Gulf coast are much more rare than mentions of destinations on Florida s East coast or interior. Travelers cite Miami Beach most often followed by Orlando and the Keys. 84% Unaided Awareness of Florida Destinations (n=2074) Fort Myers or Sanibel/Captiva are not top of mind vacation destinations for these travelers, with only 1% or fewer travelers mentioning. 33% 29% 27% 15% 10% Florida FL - non-specific FL - East Coast FL - Non Coastal FL - Gulf Coast FL - Keys 22% Miami 19% Orlando 5% Tampa Q17. Please think about vacation destinations in the United States that are known for their warm weather activities and experiences. Which specific places come to mind when you think about a warm weather vacation destination? Please list up to five specific places in the spaces below. 39

40 Unaided Awareness: Florida Destinations Below are the specific top-of-mind Florida locations mentioned most frequently by travelers when they think about a warm weather vacation destination. All Travelers (n=2074) Florida (NET) 84% Florida (not specific) 33% East Coast (NET) 29% Miami Beach 22% Daytona / Daytona Beach 5% Fort Lauderdale 3% West Palm Beach 1% St. Augustine 1% Amelia Island <1% East Coast, FL - not specific <1% Other specific East Coast mentions 2% Non-Coastal (NET) 27% Orlando 19% Disney/ Universal / Sea World 8% Other specific non-coastal mentions 1% All Travelers (n=2074) Gulf-Coast (NET) 15% Tampa 5% Destin 3% Panama City Beach 2% St. Petersburg/ Clearwater 2% Fort Myers 1% Naples/Marco Island 1% Sanibel/ Captiva <1% Sarasota/ Bradenton <1% Other specific Gulf Coast mentions 3% The Keys (NET) 10% Key West / Florida Keys 10% Q17. Please think about vacation destinations in the United States that are known for their warm weather activities and experiences. Which specific places come to mind when you think about a warm weather vacation destination? Please list up to five specific places in the spaces below. 40

41 Aided Awareness: Florida Beach Destinations Miami Beach, Tampa, Key West, and Fort Lauderdale garner the highest levels of aided awareness among thirteen tested coastal or beach destinations in Florida. One-third of travelers are somewhat familiar with Fort Myers, Sanibel, and Captiva when prompted, on par with St. Augustine. Only about half as many travelers are aware of Fort Myers, Sanibel, and Captiva as those ranking in the top four. Awareness of Florida Beach Destinations (Aided) (Base: All travelers; n=2074) Miami Beach Tampa Key West and the Keys Fort Lauderdale West Palm Beach St. Petersburg/Clearwater Panama City Beach Fort Myers/Sanibel/Captiva St. Augustine Sarasota/Bradenton Naples/Marco Island Destin Amelia Island 11% 34% 33% 30% 27% 23% 40% 39% 47% 70% 66% 63% 60% Q18. Below is a list of some specific destinations that are known for their warm weather activities and experiences. Which of the following are you somewhat familiar with as a place for a warm weather vacation or leisure trip, even if you haven t been there? 41

42 Aided Awareness: Florida Beach Destinations Aided awareness of specific Florida beach destinations varies somewhat by area of residence. In particular, travelers from the Midwest are more likely to be aware of the Fort Myers/Sanibel area when prompted than are those from the South or Northeast. FL Beach Destination ALL REGIONS (n=2074) a Awareness of Florida Beach Destinations (Aided) By Area of Residence Total South (n=1009) b SOUTH REGION South Atlantic Division (n=544) c East South Central Division (n=202) d West South Central Division (n=263) e OTHER REGIONS Midwest (n=591) f Northeast (n=474) g Miami Beach 70% 70% 72% 65% 68% 67% 73%f Tampa 66% 66% 69%e 71%e 56% 65% 65% Key West and the Keys 63% 64% 67%e 63% 58% 64% 62% Fort Lauderdale 60% 60% 65%e 62%e 49% 60% 61% West Palm Beach 47% 49%f 55%e 50%e 37% 41% 48%f St. Petersburg/Clearwater 40% 43%f 50%e 49%e 24% 38% 38% Panama City Beach 39% 49%fg 47%e 67%ce 39% 34%g 25% Fort Myers/Sanibel/Captiva 34% 33% 41%de 33%e 16% 38%bg 31% St. Augustine 33% 40%fg 51%de 35%e 21% 24% 28% Sarasota/Bradenton 30% 32%g 40%e 33%e 15% 28% 26% Naples/Marco Island 27% 28% 35%de 26%e 16% 27% 26% Destin 23% 34%fg 27% 58%ce 30% 17%g 8% Amelia Island 11% 15%fg 22%de 9% 6% 6% 9% Q18. Below is a list of some specific destinations that are known for their warm weather activities and experiences. Which of the following are you somewhat familiar with as a place for a warm weather vacation or leisure trip, even if you haven t been there? 42

43 Past Visitation: Florida Beach Destinations The incidence of travel to Florida beach destinations (in the past 5 years) ranges from 2% to 17%. One out of ten travelers has taken a trip to Lee County a level that is on par with or approaching Fort Lauderdale, Miami Beach, and Tampa. Among travelers who are aware of Lee County, however, fully one-third have been there, placing the area in the top tier of the tested destinations. Tampa Miami Beach Fort Lauderdale Fort Myers/Sanibel/Captiva Visitation to Florida Beach Destinations (Past 5 Years) (Base: All travelers; n=2074) 11% 13% 15% 17% % Visited Among Aware 26% Tampa 21% Miami Beach 21% Fort Lauderdale 33% Fort Myers/Sanibel/Captiva Key West and the Keys 10% 16% Key West and the Keys St. Petersburg/Clearwater 10% 24% St. Petersburg/Clearwater St. Augustine 8% 25% St. Augustine West Palm Beach 8% 18% West Palm Beach Panama City Beach 8% 20% Panama City Beach Sarasota/Bradenton Destin Naples/Marco Island Amelia Island 2% 5% 7% 7% 70% of leisure travelers have never visited Fort Myers/Sanibel/Captiva and 19% have visited more than 5 years ago. 24% Sarasota/Bradenton 30% Destin 17% Naples/Marco Island 18% Amelia Island Q20. Below is a list of the places you said you are familiar with. For each one, please indicate when, if ever, you last visited that destination as a primary destination for a vacation trip (whether or not you also visited other locations while on that trip). Q18. Below is a list of some specific destinations that are known for their warm weather activities and experiences. Which of the following are you somewhat familiar with as a place for a warm weather vacation or leisure trip, even if you haven t been there? 43

44 Past Visitation: Florida Beach Destinations Travelers from the South Atlantic states are especially likely to have traveled to nearly all of the tested destinations in Florida, including Fort Myers. FL Beach Destinations Visitation to Florida Beach Destinations (Past 5 Years) By Area of Residence ALL REGIONS (n=2074) a Total (n=1009) b SOUTH REGION South Atlantic Division (n=544) c East South Central Division (n=202) d West South Central Division (n=263) e OTHER REGIONS Midwest Division (n=591) f Northeast Division (n=474) g Tampa 17% 22%fg 28%de 18%e 11% 12% 13% Miami Beach 15% 18%fg 22%de 8% 16%d 10% 13% Fort Lauderdale 13% 15%f 21%de 8% 8% 8% 12%f Fort Myers/Sanibel/Captiva 11% 13% 18%de 11%e 4% 10% 10% Key West and the Keys 10% 13%fg 17%de 6% 9% 6% 9% St. Petersburg/Clearwater 10% 14%fg 19%de 11%e 4% 7% 5% St. Augustine 8% 13%fg 19%de 9%e 4% 4% 4% West Palm Beach 8% 10%f 15%de 5% 5% 5% 8%f Panama City Beach 8% 12%fg 11% 22%ce 8% 4% 4% Sarasota/Bradenton 7% 10%fg 14%de 5% 4% 5% 4% Destin 7% 11%fg 9% 22%ce 8% 4%g 1% Naples/Marco Island 5% 6%g 9%de 2% 2% 4% 3% Amelia Island 2% 3%f 4%e 2% 1% 1% 2% Q20. Below is a list of the places you said you are familiar with. For each one, please indicate when, if ever, you last visited that destination as a primary destination for a vacation trip (whether or not you also visited other locations while on that trip). 44

45 Future Consideration: Florida Beach Destinations Roughly three out of ten travelers overall would consider taking a trip to Lee County only the Keys and Miami Beach are more likely to be considered as warm-weather vacation destinations. However, among those travelers who are aware of Fort Myers, Sanibel, and Captiva, eight out of ten would consider traveling to the area a much higher rate than is seen for any other tested destination. Consideration of Florida Beach Destinations (Next 5 Years) (Base: All travelers; n=2074) % Would Consider Among Aware Key West and the Keys 36% 57% Key West and the Keys Miami Beach 32% 45% Miami Beach Fort Myers/Sanibel/Captiva 28% 81% Fort Myers/Sanibel/Captiva Tampa 26% 40% Tampa Fort Lauderdale 21% 34% Fort Lauderdale St. Petersburg/Clearwater 17% 42% St. Petersburg/Clearwater West Palm Beach 16% 34% West Palm Beach Panama City Beach 15% 39% Panama City Beach St. Augustine Destin Sarasota/Bradenton Naples/Marco Island Amelia Island 6% 15% 12% 11% 11% Two-thirds of those who have been to the Fort Myers area in the past five years would consider going there again in the next five years (64%). 45% St. Augustine 52% Destin 36% Sarasota/Bradenton 39% Naples/Marco Island 48% Amelia Island Q21. Again, here is the list of the places you said you are familiar with. Please select those that you might consider visiting for a warm weather vacation or leisure trip in the next 5 years. 45

46 Future Consideration: Florida Beach Destinations Travelers from the South Atlantic states are more likely than travelers from other parts of the South to consider traveling to Fort Myers. Consideration of Florida Beach Destinations (Next 5 Years) By Area of Residence ALL REGIONS (n=2074) a Total (n=1009) b SOUTH REGION South Atlantic Division (n=544) c East South Central Division (n=202) d West South Central Division (n=263) e OTHER REGIONS Midwest (n=591) f Northeast (n=474) g Key West and the Keys 36% 39%g 43%e 35% 34% 35% 33% Miami Beach 32% 33% 34% 27% 35% 29% 32% Fort Myers/Sanibel/Captiva 28% 27% 34%de 21% 17% 31% 26% Tampa 26% 26% 27% 30%e 22% 28% 23% Fort Lauderdale 21% 21% 22% 23% 17% 21% 19% St. Petersburg/Clearwater 17% 18%g 22%e 18%e 10% 17% 14% West Palm Beach 16% 18%f 21%de 15% 13% 13% 16% Panama City Beach 15% 21%fg 17% 37%ce 17% 13%g 6% St. Augustine 15% 20%fg 28%de 16%e 7% 9% 10% Destin 12% 19%fg 12% 39%ce 17% 8%g 2% Sarasota/Bradenton 11% 11% 14%e 12%e 3% 11% 9% Naples/Marco Island 11% 11%g 16%de 7% 5% 11% 8% Amelia Island 6% 8%fg 12%de 4% 2% 3% 4% Q21. Again, here is the list of the places you said you are familiar with. Please select those that you might consider visiting for a warm weather vacation or leisure trip in the next 5 years. 46

47 Past Visitation & Future Consideration: Florida Beach Destinations Fort Myers and its surrounding communities have one of the largest gaps between the percentage of travelers who would consider traveling there (28%) and those who have actually visited (11%). This suggests that, relative to other destinations in Florida, there is some level of untapped potential for the area to gain even more leisure travelers. Past Visitation vs. Future Consideration Consideration (Next 5 Years) Visitation (Past 5 Years) GAP (Consider Traveled) Key West and the Keys 10% 36% 26 Key West and the Keys Miami Beach 15% 32% 17 Miami Beach Fort Myers/ Sanibel/ Captiva 11% 28% 17 Fort Myers/ Sanibel/ Captiva Tampa 17% 26% 9 Tampa Fort Lauderdale 13% 21% 8 Fort Lauderdale St. Petersburg/ Clearwater 10% 17% 7 St. Petersburg/ Clearwater West Palm Beach 8% 16% 8 West Palm Beach Panama City Beach 8% 15% 7 Panama City Beach St. Augustine 8% 15% 7 St. Augustine Destin 7% 12% 5 Destin Sarasota/ Bradenton 7% 11% 4 Sarasota/ Bradenton Naples/ Marco Island 5% 11% 6 Naples/ Marco Island Amelia Island 2% 6% 4 Amelia Island Q20. Below is a list of the places you said you are familiar with. For each one, please indicate when, if ever, you last visited that destination as a primary destination for a vacation trip (whether or not you also visited other locations while on that trip)? Q21. Again, here is the list of the places you said you are familiar with. Please select those that you might consider visiting for a warm weather vacation or leisure trip in the next 5 years. 47

48 Past Visitation & Future Consideration: Other U.S. Warm Weather Destinations Locations outside of the state show smaller gaps than Florida as a whole in the percentages of travelers who would consider traveling there and the percentage who have actually traveled there. This suggests that although Florida is a popular destination, there is still strong potential for maintaining and building on its already high level of visitation. Past Visitation vs. Future Consideration (Base: All travelers; n=2074) Consideration (Next 5 Years) Visitation (Past 5 Years) GAP (Consider Visited) Florida 46% 80% 34 Florida Myrtle Beach, SC 14% 32% 18 Myrtle Beach, SC Southern California 10% 25% 15 Southern California Charleston, SC 10% 20% 10 Charleston, SC Outer Banks, NC 7% 17% 10 Outer Banks, NC Hilton Head, SC 6% 17% 11 Hilton Head, SC Q20. Below is a list of the places you said you are familiar with. For each one, please indicate when, if ever, you last visited that destination as a primary destination for a vacation trip (whether or not you also visited other locations while on that trip)? Q21. Again, here is the list of the places you said you are familiar with. Please select those that you might consider visiting for a warm weather vacation or leisure trip in the next 5 years. 48

49 Past Visitation & Future Consideration: International Warm Weather Destinations Interestingly, the gaps between the share of travelers who would consider traveling to the tested warm weather vacation destinations outside the U.S. and the share who have actually been to those destinations in the past five years do not tend to be larger than the gaps seen for the tested domestic destinations. Past Visitation vs. Future Consideration (Base: All travelers; n=2074) Consideration of Destination Visitation of Destination (past 5 years) GAP (Consider Visited) Florida 46% 80% 34 Florida The Caribbean (not Bahamas) 23% 56% 33 Caribbean The Bahamas 9% 33% 24 The Bahamas Mexico 12% 21% 9 Mexico Jamaica 5% 21% 16 Jamaica US Virgin Islands 4% 19% 15 US Virgin Islands Puerto Rico 4% 16% 12 Puerto Rico Cayman Islands 4% 16% 12 Cayman Islands Aruba 3% 14% 11 Aruba Dominican Republic 3% 10% 7 Dominican Republic Q20. Below is a list of the places you said you are familiar with. For each one, please indicate when, if ever, you last visited that destination as a primary destination for a vacation trip (whether or not you also visited other locations while on that trip)? Q21. Again, here is the list of the places you said you are familiar with. Please select those that you might consider visiting for a warm weather vacation or leisure trip in the next 5 years. 49

50 Familiarity With Lee County When shown a map of the area, three out of ten travelers are familiar with The Beaches of Fort Myers & Sanibel, though most of these are only somewhat familiar with the area. Four out of ten are not at all familiar with the area. Familiarity with The Beaches of Fort Myers & Sanibel 29% 8% 21% Very familiar 32% Somewhat familiar Not very familiar 38% All Travelers (n=2074) Not at all familiar Only 10% of those who have never been to the Fort Myers area feel familiar with it. This suggests that a key to increasing visitation would be to increase familiarity. Q19. Below is a map showing The Beaches of Fort Myers & Sanibel and the area in which it s located in Florida. How familiar are you with The Beaches of Fort Myers & Sanibel or any of its communities? 50

51 Future Intent to Visit (Next 3 Years) When asked specifically their intent to visit in the next three years, three out ten say they definitely or probably will visit Lee County about the same as Naples/Marco Island, Hilton Head, and The Bahamas whereas four out of ten say they will visit the Florida Keys. Intent to Visit Fort Myers Area and Key Competitors Definitely Will Visit Probably will visit 32% 12% 39% acde 15% cd 29% 29% 29% 8% 9% 13% cd 21% 25% e 20% 20% 16% Beaches of Fort Myers & Sanibel (n=2074) a Key West and FL Keys (n=535) b Naples and Marco Island (n=508) c Hilton Head, SC (n=528) d The Bahamas (n=501) d Future intent to visit Lee County is higher among travelers aged than it is among those aged 55 or older (35% vs. 25% among those aged 55+). The Florida Keys appeals to an even younger traveler segment, with half of those aged saying they will visit in the next 3 years (50% vs. 33% among those aged 35+). Q36. Please think about the types of vacation trips you are likely to take in the next three years. How likely is it that you will visit each of the areas below in the next three years? a,b,c indicate a significant difference at the 95% confidence level 51

52 Profile of Those Familiar With Lee County Travelers who are very or somewhat familiar with Lee County as a vacation destination are more likely than their counterparts to Very/ Somewhat Familiar Not Very/ Not At All Familiar Have higher average incomes $76,000 $65,000 Be employed full time 55% 38% Have graduated college 43% 38% Have children in the household 43% 34% Be married 62% 58% Live in the South Atlantic region 36% 22% Have taken a higher number of leisure trips in the past year Take longer leisure trips (on average) Have flown on their most recent leisure trip 38% 24% Have taken a trip to Florida in the past year 38% 18% Say they definitely/probably will visit Lee County in the next three years 60% 21% 52

53 Travel to The Beaches of Fort Myers & Sanibel 53

54 Prior Experience with Destination Among travelers who claim to have visited the Fort Myers, Sanibel, and Captiva area in the past five years, half say they are repeat visitors, a lower proportion than is seen among travelers to Florida overall. On average, those who have been to the area more than once in the past five years have visited roughly four times. Recent travelers to Lee County differ from leisure travelers as a whole in that they: Tend to have higher incomes ($80k vs. $68k) Are more likely to come from the South (55% vs. 49%) Are more likely to have children in the household (43% vs. 37%) Are more likely to be employed (69% vs. 58%). They tend to be roughly the same ages, however (42 vs. 44, on average). Previous Travel to Lee County (Base: Have been to Lee County in the past 5 years; n=236) First Time Visitor 49% Repeat Visitor 51% On average, repeat visitors have taken 3.9 trips to the area. Q23. Was this your first trip to the Fort Myers, Sanibel, Captiva area for a vacation? Q24. Including this most recent trip, how many other times have you visited the Fort Myers, Sanibel, and Captiva area? 54

55 Reasons for Visiting Warm weather and beautiful beaches are the most common reasons for traveling to the Fort Myers area, followed by beautiful scenery and previous positive experiences. Reason for Selecting Fort Myers/Sanibel Area (Base: Have been to Lee County in the past 5 years; n=236) Warm weather Beautiful beaches Beautiful scenery Been there before and liked it Affordable place to visit Easy to get to Visiting family or friends Close to home Friend or family recommended it Never been there before, wanted to try Attending a special event Other 2% 11% 18% 18% 17% 32% 28% 27% 25% 38% 45% 49% Q33. Please think about why you selected the Fort Myers, Sanibel, Captiva area for your trip. Which of the following reasons best describes why you chose this destination for your trip? Please select all that apply. 55

56 Timing of Most Recent Trip Three out of ten trips to Fort Myers, Sanibel, and Captiva are made in the winter (January through March), and one-quarter each are made in the summer or spring. Season of Most Recent Trip (n=203*) Year of Most Recent Trip % of Trips % % % % % Don t remember 14% Fall (Oct-Dec) 21% Summer (Jul-Sept) 24% Winter (Jan-Mar) 30% Spring (Apr-Jun) 26% Much of the winter travel to Fort Myers is driven by visitors from the Northeast and Midwest, nearly four out of ten of whom come between January and March. Q25. In what month and year did your most recent trip to the area begin? *Note: Excludes those who responded they don t remember the month and year of their most recent trip. 56

57 Travel Party Composition Nearly all trips to Lee County involve parties of two or more people, and almost all of these are made up of family members. While trips to Florida overall include the same number of people on average, Lee County trips have a higher proportion of family travel parties. 96% Travel Party Composition (Base: Have been to Lee County in the past 5 years; n=236) Average Party Size: % Traveling with Children % 74% 91% of all travelers to Lee County visit with family 32% <1% 17% 12% <1% 4% Traveled with others (NET) Spouse or significant other My children My grandchildren Other family members Friends Other Traveled alone Q27. Who did you go on this trip with? (Please select all that apply.) Q28. Including yourself, how many people were in your immediate travel party? Q29: How many of these people were adults or children? 57

58 Transportation Used Type of transportation used for travel to Lee County reflects the transportation used for trips to Florida overall, with about half of trips taken by car and the almost all of the rest taken by plane. Primary Mode of Transportation to Lee County (Base: Have been to Lee County in the past 5 years; n=236) Airplane 46% Other 1% Car 53% South (n=130) a Area of Residence Midwest (n=59) b Northeast (n=47) c Car 72% bc 42% c 13% Airplane 28% 58% a 83% ab Q26. What was the primary mode of transportation you used to travel the most miles from your home to get to this destination? a,b,c indicate a significant difference at the 95% confidence level 58

59 Trip Length and Accommodations On average, leisure trips to Fort Myers, Sanibel, and Captiva last four nights. Nine out of ten overnight trips to the area entail paid accommodations, with the large majority of these trips involving a stay in a hotel, motel, or resort. Overnight stays in unpaid lodging generally involve use of a borrowed or owned vacation home. Average Trip Length: 3.9 nights Accommodation Type (Base: Have been to Lee County in past 5 years and stayed overnight; n=230) Type of Paid Accommodation: Hotel, motel, or resort 77% Vacation home rental 12% B&B or inn 6% Other 5% Paid Lodging 88% Unpaid Lodging 12% Type of Unpaid Accommodation: Borrowed vacation home 56% Owned vacation home 30% Free campground 11% Other 4% Q30. How many nights did you stay in the Fort Myers, Sanibel, Captiva area on this trip? Q31. In which of the following types of accommodations did you spend the most nights during this trip to the Fort Myers, Sanibel, Captiva area? 59

60 Trip Activity Types Large majorities of travelers about eight out of ten relaxed and experienced the destination on their last trip to Fort Myers, Sanibel, and Captiva. Closer to seven in ten visited attractions or participated in outdoor recreation activities, and nearly six in ten went shopping or dined out. Far fewer attended an event or visited others on their trip to Lee County. Trip Activity Types in Lee County (Base: Have been to Lee County in the past 5 years; n=236) Relaxing, Experiencing Destination 79% Visiting Atttractions 72% Participating In Outdoor Recreation Activities 65% Shopping 57% Dining Out 55% Attending Events 25% Visiting Family/Friends 24% Q32. Which of the following activities did you participate in during this trip to the Fort Myers, Sanibel, Captiva area? (Please check all that apply.) 60

61 Trip Activities Lee County travelers take advantage of a number of activities on their visits. The most common specific activities on trips to the area enjoyed by at least half of travelers to Lee County are enjoying the beaches, dining out, and relaxing. (n=236) Relaxing and Experiencing Destination (NET) 79% Resting, relaxing, unwinding 54% Enjoying ocean or gulf views 47% Sightseeing 44% Photography, taking pictures 25% Viewing wildlife or bird watching 21% Driving for pleasure 19% Taking in nightlife or evening entertainment 17% Taking nature cruises or tours 13% Taking tours of communities or sites 11% Visiting Attractions (NET) 72% Beaches 58% State and National Parks 17% Amusement or water parks 16% Historic sites or museums 15% Zoos or aquariums 10% Botanical gardens 9% Art museums 5% Average Number of Activities (out of 39): 7.4 (n=236) Outdoor Recreation Activities (NET) 65% Swimming in ocean, gulf, lake, or river waters 38% Swimming in pools (indoor or outdoor) 34% Fishing 14% Hiking 10% Biking 9% Golfing 8% Motor boating, water skiing 8% Sailing 8% Jet skiing 8% Kayaking, canoeing, or stand up paddle boarding 6% Shopping (NET) 57% For gifts or souvenirs 36% At malls or downtown areas 28% At outlet centers 19% For antiques, arts, crafts 7% Dining out (NET) 55% Attending Events (NET) 25% Fairs or festivals 9% Professional sporting events 8% Plays, musicals, theatrical events 6% Classical music events or operas 5% Car or boat shows 5% Amateur sporting events 4% Popular music concerts or events 4% Visiting Family and/or friends (NET) 24% Q32. Which of the following activities did you participate in during this trip to the Fort Myers, Sanibel, Captiva area? (Please check all that apply.) 61

62 Intent to Visit in Next 3 Years Three out of four travelers who have visited the Fort Myers area in the past five years are likely to return, making them much more likely to visit Lee County than other warm weather destinations. Intent to Visit Fort Myers Area and Other Warm Weather Destinations <73%> Definitely will visit Probably will visit <38%> <35%> 56% 27% 29% 27% 29% 8% 9% 19% 19% Fort Myers Area Competitor Destination Fort Myers Area Competitor Destination Visited Lee County in Past 5 Years (n=236) Not Visited Lee County in Past 5 Years (n=1838) Note: Competitor Destination ratings represent the aggregated data for Naples/Marco Island, the Florida Keys, Hilton Head, and the Bahamas. Q36. Please think about the types of vacation trips you are likely to take in the next three years. How likely is it that you will visit each of the areas below in the next three years? <> Indicates a significant difference at the 95% confidence level 62

63 Competitive Analysis 63

64 Competitive Analysis Overview The analysis in this section explores how The Beaches of Fort Myers & Sanibel is positioned in comparison to four key competitors. The following provides a framework for the analysis and its components. Survey respondents were asked to rate the importance of different factors as they relate to their selection of leisure travel destinations, providing ratings on 43 destination selection characteristics using a scale of Not At All Important (1) to Extremely Important (5). Performing a Factor Analysis on respondents ratings across the 43 statements revealed that 31 of those statements could be grouped into eight broad dimensions based on similarities in patterns of response to these items. The eight dimensions resulting from the factor analysis, and the attributes that are included in each dimension, are shown on the following page. This approach allows us to effectively conduct analyses using the overarching dimensions rather than the entire set of attributes. Additionally, survey respondents were asked to rate their impressions of The Beaches of Fort Myers & Sanibel on these same 43 characteristics using a scale of One of the Worst (1) to One of the Best (5) as well as one of the following competitor destinations (randomly assigned): Naples and Marco Island, FL Key West and the Florida Keys Hilton Head, NC The Bahamas 64

65 Dimensions Impacting Choice of Leisure Travel Destinations Nature Social Easy Escape An off-the-beaten path retreat A lively atmosphere A familiar spot to return to Relaxation and time to unwind A natural unspoiled An escape from distractions of A sophisticated atmosphere A quick getaway environment modern life Beautiful scenery/picturesque A variety of sporting events to An escape from my daily A location that is easy to get to views watch routine Plenty of outdoor recreation Exciting nightlife and A location that is within driving A calm, relaxing environment activities entertainment distance Appealing shopping Fresh air and the great outdoors opportunities Lots of wildlife to view Lots of nature to explore Availability of fine dining Family Beaches/Warm Weather Value Culture A family oriented atmosphere Warm and sunny weather Reasonably priced lodging Historic Sites Activities for all ages/ the whole family Inviting beaches A good value for my money Museums Availability of family dining Access to oceans, lakes or rivers Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. 65

66 Competitive Analysis Key Findings Key Destination Attributes: Value and Escape are the most important dimensions travelers consider when deciding where to go for a warm weather vacation, followed by Beaches and Warm Weather. The Beaches of Fort Myers & Sanibel Performance: Travelers rate the Fort Myers area highest in terms of its ability to deliver on the promise of Beaches and Warm Weather and Escape. The Beaches of Fort Myers and Sanibel vs. Competitors: Comparatively, Key West and the Bahamas are more likely than the Fort Myers area to be rated highly on Beaches and Warm Weather and Escape. The Fort Myers area performs better than Hilton Head in most areas, especially Beaches and Warm Weather and Escape. The Fort Myers area is on par with Naples and Marco Island on all importance dimensions. Travel Intentions and Key Competitors: One-third of travelers intend to visit Fort Myers or a specified competitor in the next three years. Key West is the strongest source of competition for The Beaches of Fort Myers & Sanibel in terms of future travel intentions and capturing would-be Lee County visitors. 66

67 Perceptions of Fort Myers 67

68 Importance of Destination Selection Dimensions When deciding where to go for a leisure trip (to a warm weather destination or otherwise), travelers are most likely to consider a destination s Value and ability to offer Escape, followed by Beaches and Warm Weather. Overall, there is a strong perception that The Beaches of Fort Myers and Sanibel excels at offering Beaches and Warm Weather and Escape. 70% 62% Importance of Dimensions Fort Myers Performance on Dimensions (% Top Two Box) (Base: All travelers; n=2074) 61% Importance Performance of Fort Myers 26% 42% 46% 37% 31% 29% 28% 27% 23% 16% 18% 18% 12% Value Escape Beaches/Weather Family Culture Easy Nature Social Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 68

69 Fort Myers Performance Characteristics of Fort Myers Area The three most important dimensions in destination choice are Value, Escape, and Beaches and Warm Weather. The Beaches of Fort Myers & Sanibel performs strongly in terms of being an Escape and having Beaches and Warm Weather but is lower than average in terms of Value. Stated Importance vs. Fort Myers Characteristics (n=2074) % Rating 4 or 5 on five point scale Niche Market Avg. Importance Beaches/Weather Areas of Strength Escape Avg. Performance of Competitors Family Nature Value Social Easy Culture Low Priority Needs Improvement Importance of Dimension Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. 69

70 Performance of All Destinations Top 2 Box Importance Fort Myers Rating Key West Rating Naples Rating Hilton Head Rating The Bahamas Rating (n=2074) (n=2074) (n=535) (n=508) (n=528) (n=501) Value 70% 26% 24% 23% 26% 26% A good value for my money 86% 34% 30% 31% 30% 36% Reasonably priced lodging 80% 31% 27% 26% 31% 30% Escape 62% 42% 50% 42% 40% 54% An escape from my daily routine 82% 60% 70% 62% 56% 70% Relaxation and time to unwind 81% 61% 67% 62% 57% 69% A calm, relaxing environment 76% 54% 58% 54% 53% 61% An escape from distractions of modern life 67% 52% 61% 51% 48% 65% Beaches/Weather 46% 61% 65% 57% 52% 70% Warm and sunny weather 70% 73% 81% 71% 64% 81% Inviting beaches 54% 68% 70% 64% 60% 77% Family 37% 31% 30% 27% 31% 30% Activities for all ages/ the whole family 51% 46% 47% 41% 46% 47% Availability of family dining 50% 43% 43% 40% 43% 41% A family oriented atmosphere 49% 42% 38% 36% 41% 37% Culture 29% 16% 18% 16% 18% 16% Historic Sites 47% 28% 35% 26% 33% 29% Museums 35% 20% 21% 20% 20% 19% Easy 28% 18% 17% 17% 21% 13% A location that is easy to get to 65% 36% 32% 35% 35% 27% A familiar spot to return to 53% 38% 41% 36% 38% 37% A location that is within driving distance 47% 27% 26% 28% 29% 21% A quick getaway 42% 30% 29% 29% 29% 24% Nature 27% 23% 29% 22% 23% 31% Beautiful scenery/ picturesque views 75% 62% 71% 61% 58% 72% Fresh air and the great outdoors 62% 60% 68% 59% 59% 68% A natural unspoiled environment 48% 40% 44% 36% 39% 46% Lots of nature to explore 48% 44% 53% 40% 43% 51% Plenty of outdoor recreation activities 46% 55% 63% 51% 51% 64% Lots of wildlife to view 41% 33% 40% 31% 33% 38% An off-the-beaten path retreat 39% 35% 43% 34% 32% 44% Social 12% 18% 24% 18% 18% 22% Appealing shopping opportunities 44% 39% 47% 38% 44% 43% A lively atmosphere 41% 41% 60% 41% 42% 60% Availability of fine dining 35% 44% 52% 43% 45% 52% Exciting nightlife and entertainment 30% 36% 59% 40% 35% 54% A sophisticated atmosphere 27% 33% 35% 36% 41% 38% A variety of sporting events to watch 18% 23% 23% 22% 19% 20% Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 70

71 Fort Myers vs. Competitors 71

72 Comparative Performance Fort Myers area vs. Key West Interpreting Comparison Grids The following comparison grids show how The Beaches of Fort Myers & Sanibel performs when compared with individual competitors on the 8 dimensions of destination choice. Key West vs. Fort Myers (n=535) Easy Average Importance Comparative Strength Area where Fort Myers performs significantly better than the competitor. Family Culture Value Area where Fort Myers and competitor perform equally well Comparison of mean scores for Fort Myers and a competitor. Social Nature Beaches/ Weather Importance of Dimension (Top 2 Box) Escape Comparative Weakness Area where the competitor performs significantly better than Fort Myers. Importance of dimension in destination decisions. Dimensions above the mean tend to be more important drivers in destination decision-making. Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 72

73 Comparative Performance Fort Myers area vs. Naples and Marco Isl. Naples and Marco Island vs. Fort Myers Overall, travelers rate The Beaches of Fort Myers & Sanibel on par with Naples/Marco Island on each dimension of destination choice, indicating little differentiation in travelers perceptions of the two destinations. Naples/Marco Island vs. Fort Myers (n=508) Total travel market Average Importance Comparative Strength Social Nature Easy Culture Family Beaches/ Weather Escape Value Comparative Weakness Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 73

74 Comparative Performance Fort Myers area vs. Key West Key West vs. Fort Myers Key West is more strongly associated with Beaches and Warm Weather and being an Escape than is Fort Myers. While Fort Myers is comparatively stronger in terms of Ease and Family, these dimensions are less important to travelers when deciding where to go on a leisure trip. Key West vs. Fort Myers (n=535) Total travel market Average Importance Comparative Strength Easy Family Value Culture Nature Beaches/ Weather Escape Social Comparative Weakness Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 74

75 Comparative Performance Fort Myers area vs. Hilton Head Hilton Head vs. Fort Myers In comparison with Hilton Head, Fort Myers performs strongly on the dimensions of Beaches and Warm Weather and, to a lesser extent, Escape. While Fort Myers is comparatively weak against Hilton Head in being Easy and offering Culture, these dimensions are less important to travelers when deciding on a leisure travel destination. Hilton Head vs. Fort Myers (n=528) Total travel market Average Importance Comparative Strength Beaches/ Weather Nature Family Escape Value Social Easy Culture Comparative Weakness Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 75

76 Comparative Performance Fort Myers area vs. The Bahamas Bahamas vs. Fort Myers The Bahamas are much more strongly associated with having good Beaches and Warm Weather and offering an Escape than are The Beaches of Fort Myers & Sanibel. While these are key weakness for Fort Myers when competing with the destination, the area does have a comparative advantage over the Bahamas for the less important dimensions of Family, Culture, and being Easy. Bahamas vs. Fort Myers (n=501) Total travel market Easy Average Importance Comparative Strength Culture Family Value Social Nature Beaches/Weather Escape Comparative Weakness Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 76

77 Future Intent to Visit: Fort Myers and the Competitive Set 77

78 Future Intent to Visit One-third of travelers intend to travel to The Beaches of Fort Myers and Sanibel in the next three years. Among these, though, most say they would also visit a competitor. Another ten percent of travelers intend to visit only a competitor, and six out of ten do not intend to visit Fort Myers or any of the tested competitors. % of Travel Market Definitely/Probably Will Visit (Next 3 Years) (n=2074) 42% of leisure travelers intend to visit Fort Myers OR Competitor Fort Myers Only 11% Fort Myers & Competitor 22% Competitor Only 10% 32% of leisure travelers intend to visit Fort Myers Neither Fort Myers nor Competitor 58% Q36. Please think about the types of vacation trips you are likely to take in the next three years. How likely is it that you will visit each of the areas below in the next three years? 78

79 Comparative Performance Fort Myers area vs. Competitors Comparative Performance Fort Myers area vs. Competitors Intend to Visit Fort Myers Travelers who intend to visit Fort Myers rate the area as performing on par with or better overall than its competitors for all travel dimensions top strengths include Value, Beaches and Warm Weather, Family, and Ease. At the same time, Escape and Beaches and Warm Weather are also perceived to be key weaknesses among travelers who do not intend to visit Fort Myers. Intend to Visit Fort Myers (n=671) Do Not Intend to Visit Fort Myers (n=1403) 32% of travel market Average Importance Comparative Strength 68% of travel market Average Importance Comparative Strength Easy Easy Family Beaches/ Weather Nature Value Escape Family Social Culture Culture Value Beaches/ Weather Nature Comparative Weakness Social Escape Comparative Weakness Importance of Dimension (Top 2 Box) Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 79

80 Comparative Performance Fort Myers area vs. Competitors Comparative Performance Fort Myers area vs. Competitors Intend to Visit: Fort Myers or Competitor Travelers who intend to visit The Beaches of Fort Myers and Sanibel or a competitor destination rate Fort Myers as being comparatively strong in terms of Ease, but comparatively weak in terms of being an Escape, offering access to Nature, and having a Social environment. Intend to Visit Fort Myers or a Competitor Destination (n=874) Do Not Intend to Visit Fort Myers or a Competitor Destination (n=1200) 42% of travel market Average Importance Comparative Strength 58% of travel market Average Importance Comparative Strength Easy Easy Family Social Culture Nature Family Value Beaches/ Weather Escape Comparative Weakness Social Culture Nature Beaches/ Weather Escape Value Comparative Weakness Importance of Dimension (Top 2 Box) Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 80

81 Intend to Visit: Fort Myers Only Comparative Performance Fort Myers area vs. Competition Perhaps predictably, travelers who intend to visit Fort Myers but not a competitor rate the area very strongly in comparison to competitor destinations on all dimensions. Only Intend to Visit Fort Myers (n=218) 11% of travel market Average Importance Comparative Strength Easy Nature Family Beaches/ Weather Escape Value Social Culture Comparative Weakness Importance of Dimension (Top 2 Box) Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 81

82 Intend to Visit: Competitors Only Comparative Performance Fort Myers area vs. Competition Travelers who intend to visit a competitor but not Fort Myers rate competitors overall more highly than Fort Myers on all dimensions. Only Intend to Visit a Competitor (n=203) 10% of travel market Average Importance Fort Myers & Sanibel Comparative Strength Easy Culture Family Value Social Nature Beaches/ Weather Escape Importance of Dimension (Top 2 Box) Fort Myers & Sanibel Comparative Weakness Q16. Please think about different characteristics of a vacation destination. For each characteristic listed below, please indicate how important it is to you when selecting a vacation destination. Q34. Thinking again about different characteristics of a vacation destination, we d like to know your impressions of The Beaches of Fort Myers & Sanibel area whether or not you have visited the area. Please tell us how well you believe The Beaches of Fort Myers & Sanibel and its neighborhoods perform as a vacation destination on each of the characteristics below. Q35. Next we d like to know about your impressions of [DESTINATION], whether or not you have visited the area. Please tell us how well you believe [DESTINATION] performs as a vacation destination on each of the characteristics below. 82

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